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Business lucrative for two local families

Safety comes first when delivering goods

By Bill Armendariz

barmendariz@ demingheadlight.com @demingheadlight on Twitter

Posted:
07/03/2013 09:13:36 PM MDT

Bill Armendariz Headlight Photos (null)

Today's mad dash for that spectacular artillery shell, box of bright sparklers and smoldering punks is just what a pair of local families is counting on to celebrate the Fourth of July. The languishing extreme drought conditions have dropped the number of firework stands to a handful in Deming and only a few veteran retailers are still around to make the annual sales pitch.

"We have been at the same location for 11 years," said Willa Hancock from her Mr. W stand at the corner of Pine and Pearl streets. "I'm getting up in years now and I have my grandson Clay taking over the sales He needs the money more than I do. He goes to college."

Clay Hancock is looking out for customers today at the Mr. W Fireworks stand at the corner of Pearl and Pine streets. Hancock attends New Mexico Institute of Mining and Technology in Socorro and is studying electrical engineering. (null)

Hancock is 78 years old and lives 23 miles north of Deming. Her grandson Clay attends the New Mexico Institute of Mining and Technology in Socorro. He is studying electrical engineering.

"We won't see a big rush until the third and the fourth," Willa said of the top sales days for fireworks. "Artillery shells and fountains go well. So do the smaller fireworks like ground blooms, sparklers and poppers."

The peak time for sales is from 10 to midnight, following the city's fireworks show.

"Families get fired up after the show and want to put on their own show. We tell them to always be careful, use common sense and we don't sell to minors," Hancock said.

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Mr. W products at the Hancock's stand are all within the parameters of what constitutes a legal firework in Deming and Luna County. They pass inspection every year by the Deming Fire Department.

The Richard Perales family manages the TNT Fireworks stand at the Walmart parking lot on Pine St. Walmart exclusively allows the sales of TNT products on their property.

"We have been doing this for the past five years," said Yvonne, matriarch of the family that includes three sons; Deryk, Jordan and Aaron.

Richard and Yvonne have generated sales at the stand each year to cover their son's expenses during the golf season on the Junior PGA circuit.

Deryk's experience on the circuit eventually landed him on a state champion golf team at Deming High School, All-State honors and a spot on the Western New Mexico University golf team.

"We opened on Friday and expect to move a lot of fireworks this week," Yvonne said. "Artillery shells and the novelty items are selling."

The Peraleses are expecting to move assortment packages late this week. "We have assortments from $10 to $150," Yvonne said. "We want customers to be safe. Our bags are printed with safety tips for using our fireworks."

Tonight's citywide fireworks display is scheduled to begin at 9:15 p.m. from a barren area northeast of the airport.

The best viewing is form the Industrial Park, along Raymond Reed Blvd.